The rumble in front of fast fashion symbols is not weakened. The last test in Dijon, where the Shein emerging store window degraded on Wednesday night to Thursday, a few hours before opening, when the strategic period of summer sales had just opened. As BFMTV pointed out, several inscriptions were labeled on the facade as “Shein Mata” but also “slavery”, “exploitation”, “pollution” or even “forced labor.” These labels that refer to certain criticism regularly raised against fast fashion actors were cleaned early in the morning.
Despite the controversy around its installation in the center of the city of the capital of Burgundy, the ephemeral store attracted several dozen clients even before its opening at 10 am the latter had reserved an online niche to access the store and enjoy the particularly low prices of the brand. The doors of the Pop-Up Dijon store will open for nine days, until Saturday, July 5 inclusive.
A law against “fast fashion” soon effective
This episode occurs only 15 days after the Senate adopted, one year after the National Assembly, a bill to reduce the increase in “fast fashion”, this fashion “ultra ephemeral” embodied by the giant Shein and his low -cost clothing sent by the millions of China. SANCTIONS FOR CONTAMINATING COMPANIES, PROHIBITED ADVERTISING, OBLIGATIONS FOR PLATFORMS, INFLUENTING PEOPLE SANCTIONED … The bill establishes a wide range of tools to limit this expanding phenomenon.
To be implemented, the text must still be subject to an attachment of students during a joint committee (CMP) expected in autumn. Meanwhile, the European Commission has been notified and has been able to send observations to France in this complex file.
Particularly attacked by senators, the Shein platform. The Singapore -based company is distinguished from the historical actors of the textile industry due to the multiplication of its products. An increase of 7,220 new references per day on average, according to an analysis by AFP from May 22 to June 5. Against some 290 new daily references in the “Women’s Clothing” category and 50 in that “Male Clothing” on the H&M site, a traditional actor in the sector. Therefore, the ambition of the Senate and the government is to aim at Shein instead of H&M, Zara or Kiabi.
Sanctions of up to 10 euros per article in 2030
Shein has pointed out a text that “runs the risk of weighing the responsibility for sustainability in consumers, already faced with economic pressures, by reducing their purchasing power more”, after having denounced in recent days an “anti-Shelling law.” The company openly defends its model, posters “fashion is a right, not a privilege” or organizes consumer meetings such as Sunday in Saint-Denis or Béziers.
If the law enters into force, the platform will have to comply with important obligations, such as raising awareness among consumers on “the environmental impact” of their clothes. You will also have to pay “eco-ecributions” reinforced in the law, by a principle of “bonus malus” linked to the criteria of “sustainability” of companies. With a penalty that will reach at least 10 euros per article in 2030.
Source: BFM TV
